2D bar codes are one of the latest “shiny objects” in mobile marketing. And it’s no surprise — with mobile marketing spend increasing and smartphone adoption on the rise, you want to know if it’s time to invest in this mobile marketing tactic. The result? More and more clients have come to me and said, "I'm working on my QR Code strategy, and . . ."
But in order to answer the questions that come after that statement, I wanted to explore and explain the actual benefits of this tactic (potentially huge), and the actual adoption today (still pretty low). Here are some of the high-level findings from my research to help you de-code bar codes:
· 2D bar codes have a lot of marketing potential. They can be placed anywhere — allowing you to reach your audience at all stages of the consumer life cycle with targeted information. And they do it efficiently: they connect people with additional content immediately through a scan, require little consumer effort, and can leverage context to provide more targeted and useful information in the moment.
· But, consumers aren’t scanning away today. While marketers and companies are starting to dive-in, most consumers aren’t — yet. Adoption increased from 1% last year to 5% this year, and among smartphone owners, penetration is at about 15%. Why isn’t it higher? Because of basic unfamiliarity of what these codes even do, the required step of downloading a 2D bar code reader, and most importantly for marketers to note: disappointing experiences and content.